But Mozilla has some of the same problems that other app stores do. They need a way to surface the really good apps, and push down the apps that are a little less inspired. DeVaney believes at least part of the answer lies in audience curation of apps.

Above: Mozilla Foundation’s Scott DeVaney

I asked DeVaney what this method of app curation might look like to a user. He said it will be a separate space at the app store that has a slightly different look and feel than the home page of the Firefox Marketplace.

“It would be giving people a playground, and letting them rate and review apps, letting people vote the best app reviews up to the top,” he told VentureBeat. “It’s creating a space that’s a little less polished than the homepage [of the app store].”

DeVaney knows something about curation. Before arriving at Mozilla, he managed a team at Apple charged with creating the promotional language around iTunes, App Store, and iBookstore content.

At the Firefox Marketplace, DeVaney says, there will be a central scroll that will display apps based on the geographic location of the user. The selection of these apps might be informed by what apps other people in the user’s area find useful.

You might also find curated lists of “best apps” by people who have a special interest in a certain class of apps, like productivity apps or games.

The thinking is that the best people to promote apps are not the people who make them, but rather the people who have used them. “We’re really trying to democratize app discovery,” DeVaney said at a retreat for app developers Friday.

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